Advocate Marketing | Lead Generation At Scale
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Lead Generation At Scale

Toyota Australia

Lead Generation At Scale

 

Toyota Australia’s corporate website received over 1.5 million visitors per month. Their challenge was to channel as much of that traffic as possible into lead capture forms.  Those leads would then be passed on to the dealer network.

 

Every website interaction with lead generation potential was identified, targeted, executed and measured. These included:

 

  • newsletter subscription
  • download a brochure
  • contact a dealer
  • request a test drive
  • competition entry

 

Getting the data acquisition piece right meant thousands of new contacts were being created every month. But that’s just the beginning of the exercise.

 

The path for those leads through the brand interaction and on to the relevant dealership had to be tweaked and refined.

 

The quality of the leads needed to be monitored so as not to tie up limited dealership resources with chronic tire kickers.

 

And finally (and most importantly) the conversion rate of those leads needed to be tracked and monitored.  Initial basslines were set for minimum ROI and profitability targets.

Category

Acquire

Tags
data capture, lead generation